Menswear designer Stiaan Louw and WeTheBrave have launched the unique homoerotic Cover Your Butt campaign which brings together male underwear and sexual health.
Louw’s limited edition range of underwear visually represents the concept of “covering your butt” through safer sex and the use of PrEP amongst gay men and other men who have sex with men (MSM).
“My brand has a large MSM following and I felt getting involved with the WeTheBrave.co.za sexual health campaign was important, especially because it addresses the community in a way that is sex positive,” said Louw.
“I feel that the underwear adds a visually exciting and playful component that will get the attention of the target audience, whilst communicating the more serious aspects of the campaign.”
With PrEP medication now readily available in South Africa, HIV prevention could become as easy and routine as changing one’s underwear. (If taken daily by HIV negative individuals, PrEP can drastically reduce HIV infection.)
There are concerns however, that people taking PrEP will be more inclined to drop their drawers, becoming more promiscuous and sexually reckless as a result.
Professor James McIntyre, CEO of the Anova Health Institute, the group behind WeTheBrave, believes that this is a myth.
“Taking PrEP means keeping yourself safe and covering your butt by being responsible for and taking ownership of your health and well-being,” he explained.
“It is our hope that through the campaign and by engaging with MSM in this way, they will cover their and their partners’ butts by having the knowledge and opportunities to prevent new HIV infections, understanding the benefits of regular HIV testing to know their status and using antiretroviral treatment when and if they need it,” said McIntyre.
WeTheBrave.co.za is the first large scale sexual health campaign in South Africa to specifically address gay men and other MSM – South Africa’s most at risk population for HIV acquisition and transmission.
Check out the sizzling pictures, set in a steam-bath, from the cutting-edge campaign below.